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Prospective moral licensing in the consumer choice : Focusing on moral intentions temporal distance
소비자 선택에서 장래의 도덕적 라이선싱 -윤리적 의사의 시간적 거리를 중심으로–

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Authors
Wangjie
Advisor
주우진
Issue Date
2019-08
Publisher
서울대학교 대학원
Keywords
licensing effecttemporal distanceself-concept
Description
학위논문(석사)--서울대학교 대학원 :경영대학 경영학과,2019. 8. 주우진.
Abstract
Whereas early research focused on prior good deeds as a source of moral license, recent research reveals additional sources. This article focuses on the effects of prospective moral licensing: how planning to perform a future moral behavior affects the self-indulgence behavior. At the same time, this paper discusses whether the temporal distance (far/near) of moral intention affects prospective moral licensing. Across three studies, we explored whether anticipating engaging in a moral behavior (taking part in charity activities) both in the near and distant future leads people to express the preference for relatively luxury products in the
present (Study 1 and 2). In Study 3, we examined whether the effectiveness of prospective moral licensing will be consumed or not, provides direct evidence for the moral credit model. In the case of ambiguous moral intentions, participants who imagine volunteering in the future show a preference for relatively luxury products. In the group that imagined becoming a volunteer a year later, the result was copied. Participants who imagine volunteering in recent weeks will not show a preference for relatively luxury products.
Language
eng
URI
https://hdl.handle.net/10371/160948

http://dcollection.snu.ac.kr/common/orgView/000000157978
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College of Business Administration/Business School (경영대학/대학원)Dept. of Business Administration (경영학과)Theses (Master's Degree_경영학과)
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